Script writing for video is an incredibly important part the production process, and even more so when it comes to branded video. It’s the foundation that can make or break the impact that a video ultimately has. It can be the factor that turns a viewer into a buyer (or not), closes a deal (or not), and even whether someone chooses to work at your company (or not). INDIRAP Creative Director Lydia Smyth is our expert script writer and knows first hand the importance of good script writing. “Getting your information across is one thing,” Lydia says. “But ideally you can do that in a way that is clear, engaging and memorable.” Keep reading to learn more about the key elements that go into good script writing when it comes to branded video.

Take this script she wrote for one of our clients, Impact Images Photobooth, that’s featured in the video below.

This script definitely abides by the key elements Lydia mentioned:

1. The script for this video is engaging because it speaks directly to the viewer with the fun and lively voice that can be associated with the fun and liveliness of using a photo booth.
2. The script is clear– it delivers all of the necessary information about the photo booth in a direct way. There’s no confusion about the features of the photo booth or the ease of use of the machine.
3. And finally, the script is memorable. By incorporating brand phrases such as “your selfie deserves better,” the script capitalizes on this clever wording. It’s also memorable because it talks about what makes this photo booth different from others without being too “in your face” about it.

“Good script writing communicates a succinct message, with evocative words that take it to the next level and pull audiences into the message,” Lydia says. “It’s almost like telling a story- weaving the information into a narrative that creates an emotional response.”

Here’s another great example of a well-written script from our portfolio, this time for our client Parks Realty.

This script does exactly what Lydia said a script should do. It tells a story by weaving information into a narrative, or in this case, many narratives, that ultimately creates an emotional response. However, this video is still a fantastic example of the phrase, “Show, Don’t Tell.” For more on what this means, check out this article. Here’s the gist of it: “When you tell rather than show, you simply inform your reader [or in this case your viewer] of information rather than allowing him to deduce anything.” A well written script will make the viewer feel emotion and encourage them to make a connection with the video, instead of just telling them what to think.

While it tells the story of the commercial, this script supports the framework for the strong visuals without being too overpowering. It’s both a foundation for and a supplement to the video, and without it, the narrative and the impact would both be lost.

Lastly, Lydia says that a good script, “positions your brand as the perfect solution to a problem a viewer might have.” Without this element of a script, it’s easy to lose sight of the purpose of the video. Think about it like a Call to Action, you need to tell people what to do, and you need your video to tell people why your brand matters and what you can do for them.

The script for this video does just that. In this video for Tovala, the script shows the viewer how much easier their life can be by using this product. It not only describes the features and benefits of the product, but presents the product as the solution to the problems and hassles associated with cooking.